#WrestleBelgrade

Wrestling scores 443% engagement growth as UWW+ makes World C’ships debut

By United World Wrestling Press

CORSIER-SUR-VEVEY, Switzerland (October 18) –– United World Wrestling (UWW) trebled its year-on-year (YoY) digital viewership and recorded more than five times as many social engagements at this year’s UWW World Championships (WCH23) in Belgrade, Serbia, as the sport debuted an upgraded digital portfolio, including the new UWW+ over-the-top (OTT) service.

The multi-tiered, premium subscription streaming platform registered 4.36 million livestream views throughout the 2023 edition of UWW’s flagship event, held between September 16-24. The event also recorded 25 million social engagements (+443% over WCH22) and 155 million video views across its digital platforms (+203% over WCH22).

The impressive growth coincides with the redesign of the UWW website and the introduction of an enhanced fan-data ecosystem to help personalize and deliver an easy-to-navigate fan experience across web, social media, and UWW’s dedicated mobile app. Overall, WCH23 grew its digital reach by 63% to 296 million and attracted over 404,000 new followers.

Nenad LALOVIC, UWW President, said: “By diversifying the fan experience at this year’s World Championships, UWW has once again proven the power of digital transformation for driving engagement and expanding wrestling’s global audience. The latest numbers demonstrate the importance of digitalization and to lay the foundations for expanding the sport’s digital audience.”

Gordon Templeman, UWW’s Director of Commercial Operations and Communications, said: “UWW is establishing a digital portfolio which allows us to offer a personalized fan experience. To do this, we have diversified by investing in customer-facing digital products which enhances the digital experience for wrestling fans and enables UWW’s sponsors and commercial partners to build a direct relationship with our global audience.”

UWW
Key highlights from the WCH23 data analysis include: 

  • 25 million social media engagements (+443% over WCH22)
  • 155 million total video views (+203% over WCH22)
  • 404,000 new followers (+167% over WCH22)
  • 296 million digital reach (+63% over WCH22)
  • 4.36 million livestream views on UWW+

The UWW+ streaming platform is integrated within UWW’s website and mobile app, as part of the upgrades to UWW’s digital inventory and marks the latest phase of the International Federation’s collaboration with N3XT Sports, the end-to-end digital transformation consultancy. UWW has identified and prioritized digital transformation as one of the five pillars for its 2022-2026 Strategic Plan, which was presented and approved at the 2021 UWW Congress.

Motasem El Bawab, N3XT Sports’ Chief Information Officer (CIO), said: “Our team at N3XT Sports offers an end-to-end service plugged into UWW’s wider digital team. In addition to UWW+ and wrestling’s new, first-class streaming offering, our team also supported every aspect of UWW’s digital operation throughout WCH23, across digital marketing, customer relationship management (CRM), while optimizing the fan journey through data analytics and the assistance of artificial intelligence-driven software solutions.”

Click here to review the 2023 Senior World Championships case study.

#WrestleNoviSad

U23 Worlds: Fujinami ready for first international test at 57kg

By Ken Marantz

TOKYO, Japan (October 9) -- She already has an Olympic gold and two senior world titles, not to mention a 141-match winning streak that dates back to her junior high school days. And there is that undefeated record against non-Japanese opponents.

So what has compelled Akari FUJINAMI (JPN) to even bother entering the U23 World Championships, a tournament that, on paper at least, she should have no problem winning?

Rest assured there is method to what she would not regard as madness. It is all part of a grand plan, centered on the 21-year-old's much-publicized move from 53kg directly up to the next Olympic weight of 57kg with eyes firmly on the 2028 Los Angeles Olympics.

"This will by my first world tournament since I moved up in weight class," Fujinami said in an interview via social media. "I want to try out what I have been practicing, and get an idea of where I stand in terms of my current ability. I also want to identify areas to work on ahead of the All-Japan Championships in December."

Fujinami tops the marquee as she makes her debut at the U23 World Championships, to be held October 20-27 in Novi Sad, Serbia. Currently in her senior year at Nippon Sports Science University, it will be just her third competition since she cruised to the 53kg gold at the Paris Olympics, where she won all four matches by either fall or technical superiority.

The two other outings -- one a collegiate team event in November 2024 and the other the Japan Queen's Cup in April at which she qualified for the U23 Worlds -- did not provide much of a workout. She won a total of four matches in a combined time of 7:11 without giving up a point.

Fujinami expressed no concerns about her extended absence from top-level competition. "This will be my first tournament in six months," she said. "I'm not worried about regaining my match feeling. For the Olympics, I had about a seven-month blank."

Fujinami had at first planned to try for the senior worlds, but decided she would not be ready as she makes the physical adjustment to 57kg. So will we see a bulked-up Fujinami in Novi Sad?

"Compared with the time when I was in the 53kg class, my natural weight is more than then," Fujinami said. "I am also going to have cut weight before the tournament at 57kg. I'm also working hard on weight training, and I'll try to show the effects of that in the matches."

Despite her exalted status, Fujinami knows not to take any opponent lightly – a lesson she learned fully well when she won her second senior world title in 2023. In the quarterfinals, she was stunned when Lucia YEPEZ (ECU) tagged her for five points early in the match and seven overall, marking the most points ever scored upon her by a non-Japanese.

Although Fujinami came back to take the lead and win by fall, it showed any lapse can lead to disaster – which, ironically, makes the sport more appealing for her.

“You never know what will happen in a match,” Fujinami said. “But I think that’s what makes it interesting. For me, a match is like a presentation of yourself, so I will go into it aiming to win while having fun.”

In Novi Sad, Fujinami may have to share some of the spotlight with compatriot, fellow Paris Olympic gold medalist and recently crowned senior world champion Sakura MOTOKI (JPN).

A victory by Motoki at 62kg would make her the third member of the “Golden Grand Slam” club -- those who have combined an Olympic gold with titles on the senior and all three age-group levels. The two current members are Yui SUSAKI (JPN) and Amit ELOR (USA).

Ironically, circumstances beyond her control worked against Fujinami ever having a chance to also gain entry into the club.

A world U17 champion in 2018, she was deprived twice of chances to win a U20 world title – first in 2021 when Japan opted to not send a team during the pandemic, and again in 2022 when an injury forced her to withdraw. Those same years she qualified for the U23 worlds, but missed out for the same reasons.

This time, her preparations have gone without a hitch. "I've been able to continue to train and practice without any major injuries," she said.

Prior to securing a second Olympic gold in Los Angeles, Fujinami has a more immediate goal — winning her first at the Asian Games, to be held next October in Nagoya / Aichi Prefecture, which borders her native Mie Prefecture. Because of the early deadline for entries, she needs a victory at the All-Japan Championships in December to make the Japanese squad.

“My goals are to win gold at the Asian Games in Nagoya and at the Los Angeles Olympics,” she said. “To achieve those goals, I’ve dedicated myself to strengthening myself during this period. It’s been a time for me to look inside myself and explore my wrestling. Now the time has come to show the results.”